The Local Search Marketing Tactics Sessions at this year’s SES NY 2008 turned into a neat
little “plan of attack” for the local marketer.
The session looks at ways search marketers can tap into an
audience using local search engines, online yellow pages and other local search
methods. Speakers Gregg Stewart, SVP Interactive, TMP Directional
Marketing and Steve Espinosa, Director of Product Development and Management,
eLocal Listing, LLC provide key insights for utilizing today's available
toolset. Here is the run down...
- Create page for each location
- Anchor text link from index page to location page
- Press releases
- BBB,city sites, category specific sites
Embed Code of Video on Home page and location page
to video page from index page
sitemap, don’t just submit to Google Video!
“ref=nofollow” to push more link juice to pages that need it.
Sponsored Result Tactics
local business Ads
Targeting: apply Geo Targeting to capture broader key phrases, maintain a high
create duplicate ads that compete with themselves.
- Make sure the landing pages coincide with the local search
- A/B variant testing:
- Apply geo-targeting to capture broader keywords
- Negative keywords, use negative keywords when setting up
Social media tactics:
- Use DIGG / Myspace, etc.
- Facebook sets your user profile to private by default. So
SE’s can’t index this content.
Yahoo Local, Google Local:
- Categories: as many as you can
- Reviews: effect ranking and help with long tail phrases.
- Coupons: help with tracking offline conversions and also
give you an edge over competition
Local SE Market share
Local guides Market Share
and sweet (under 5 minutes, best less than 2 minutes), no one wants to watch a
long video online. Try and make it funny and thus viral!
need for HD quality footage
phone number and address
a company do it for you (eLocal listings, TurnHere and Mixpo)
Create a page on Site
sure file name is keyword rich. Try to use a .swf file.
thumbnails and business name and phone number
the same description and contend as on your video page.
you to create merge offline and online marketing
possible, make sure it is TV Ready
of impression are affordable
Adwords, allows for video
User Ratings and Reviews
- 1 out of 4 consumers now consult online rating and review
prior to making local purchasing decisions
- Studies have shown that business with a review experience
double the performance of those without
- More than 70% of local search sites offer rating and
customers to write reviews with your key phrases
phrases in review can help with long tail key phrases that may look “tacky” to
include in business information.
where your Google local listing pulls reviews. Also analyze your competitors
and see where they are getting their reviews.
- Although a majority of consumers are finding local business
information online, 8 out of 10 consumers still respond offline via an in-store
visit or phone call
click tracking technology (eg. Google Analytics)
lead generation forms
tracking (*TIP: You can do FREE call tracking with Google Analytics. Create radio ad but never implement it. They give you call tracking numbers, all for
or discount codes that can be found online but used in store
this is by no means a comprehensive checklist of local marketing strategies or
tactics it should be a great starting point. I hope you find it useful. Now
back to SES NY 2008!
Monteverde, Website Magazine Contributor is a Search Strategist specializing in Search Engine Optimization. He founded SpiderBait.com in 1996 and has over 10 years of SEO experience. Visit SpiderBait's SEO Expert blog: www.spiderbait.com/seo-expert for more useful resources on a variety of search topics.